Capitalist Opportunities and Louis Vuitton

Wendy C. Potter, Apparel, David W. Butler High School

Curriculum Unit (pdf)


Louis Vuitton (LV) saw an opportunity to meet the demands of travel among the elite and affluent. Even in the 19th century, the basic business principle of knowing the needs of the customer was just as powerful as it is today in the 21st century. These variables of success will be addressed in this curriculum. Louis Vuitton is a brand that has been in existence since the mid 1800’s. I submit that this luxury brand continues to exist and succeed in the market for several reasons: craftsmanship, name legacy, investors, and marketing, all within a capitalistic market. Although the brand has a history of craftsmanship and a story of heritage, it continues to thrive by way of a business model known as “the luxury strategy.” This strategy is very different from the business model used in fashion. Luxury and fashion operate in two opposing concepts.